Contents

1.0 Executive Summary...............................................................................................................................2

2.0 Situation Analysis...................................................................................................................................2
2.1 Market Summary...................................................................................................................................2
2.2 SWOT Analysis.......................................................................................................................................2
2.3 Competition.......................................................................................................................................2
2.4 Product offering.................................................................................................................................2
2.5 Keys to Success..................................................................................................................................2
2.6 Critical Issues.....................................................................................................................................2
3.0 Marketing Strategy................................................................................................................................2
3.1 Mission..............................................................................................................................................2
3.2 Marketing Objective..........................................................................................................................2
3.3 Financial objectives............................................................................................................................3
3.4 Target Markets..................................................................................................................................3
3.5 Positioning.........................................................................................................................................3
4.0 Marketing Tactics..................................................................................................................................3
4.1 Product..............................................................................................................................................3
4.2 Pricing................................................................................................................................................3
4.3 Distribution........................................................................................................................................3
4.4 Communication.................................................................................................................................3
4.5 Marketing Research...........................................................................................................................3
5.0 Financials...............................................................................................................................................3
5.1 Break-Even Analysis...........................................................................................................................3
5.2 Sales Forecast....................................................................................................................................4
5.3 Expense Forecast...............................................................................................................................4
6.0 Controls.................................................................................................................................................5
6.1 Implementation.................................................................................................................................5
6.2 Marketing Organization.....................................................................................................................5
6.3 Contingency Planning........................................................................................................................5
1.0 Executive Summary
2.0 PK Chips is a standard and registered potato chips production company that will be located
in bd – but hope to establish a robust distribution network all across the Bangladesh and
also abroad.
3.0 With intent to provide high quality food products in competitive price, PK chips was added
to the company line of this conglomerate. PK launched Marshal Chips in the year of 2021
considering the rapid popularity of fast food items. Although there are several major
manufacturers of the chips themselves, the accessory market has not been addressed. This
provides PK with an extraordinary opportunity for market growth. Currently, most of the
chips is crunchy . There are, however, a growing number of chips PK will work to grow
these markets and develop the chips market, a more utilitarian use of chips. PK has outlined
a go-to-market marketing program that combines highly relevant products and services with
an evolving direct-to-consumer distribution strategy to tap into customer passions and
loyalty. we can satisfy their needs and wants of chips

2.0 Situation Analysis

One of the mot crucial components of a marketing plan is the situation analysis. The majority of us have
probably devoured a bag of what is called a Lay’s chips

There are many companies in chips market. Our various products in this market are Ring chips,
Potato chips, milk products, chocolate and confectionery, ice-cream, mineral water, soft drinks etc..
In the chips market we have 15 percent share. Now we want to expand our market share through
satisfying our customer by their desired another product Carrot Chips. Therefore we are going to
launch a carrot chips named PK CHIPS

2.1 Market Summary

Potato chips are consumed as a snack across the globe and are made by deep-frying or baking the potato
slices. Market players offer potato chips as plain, salted, and flavored. The main preservative action in
potato chips are heated during frying and the low moisture content. The appropriate potato types used for
the production of potato chips are those with a high sugar content as they produce a golden color when
fried. Introduction of several flavor variants and high demand for convenience food are expected to drive
the global potato chips market during the forecast period.

PK possesses good information about the market and knows a great deal about the common attributes of
the most prized customer. This information will be leveraged to better understand

who is served, what their specific needs are, and how PK can better communicate with them.
Vision:

A vision is a vivid mental image of what you want your business to be at some point in the
future, based on your goals and aspirations. ... A vision statement captures, in writing, the
essence of where you want to take your business, and can inspire you and your staff to reach
your goals

Our main vision is to making satisfy the customer and run profitably. Based on our R&D department
we have identified that our new product is in good demand. Most health conscious people are liking
to consume this product as this is ease to consume and time and cost effective

2.1.1 Marketing Demographics

The profile for the typical PK customer is given below

 Pk has set geographic target area in Bangladesh. By leveraging the expansive reach of the Internet
and multiple delivery services, PK can serve both domestic and international in future. With the
demand of customers.

 pk chips The total targeted population is 2.5 million users all over the Bangladesh.

 our male customers almost 65 % between and female is 35%users

Ages 7–35, with 65percent clustering around ages 20–40.The recreational users tend to cover the widest
age range,

2.1.2 Market Needs

PK is providing the food community with a wide range of food for all variations of food. The
company seeks to fulfill the following benefits that are important to its customers:
  Quality product: The customers work hard for their money and do not enjoy
spending it on bad test or bad quality product.

 Well-thought-outtest: The market has filled with different kind of

cheaps with different test. So we make 5 new and testy test product.

Customer service: New concept for the food industry. We want to receive customer feedback and
opinion for our next product

Chips are a kind of mouthwatering food. This food was introduced for the first time in our
country in the decade of eighty’s. Initially the market was very small. But in course of time the
size of the market has been expanded at a significant rate. Now there is a widespread market of
chips in Bangladesh. The demand is so high that despite of the existence of a number of local
manufacturers, chips are also coming from other countries. Though the common belief is that
chips is a child food but the reality is people of all age have chips frequently. Chips can be easily
found in the luxurious shopping mall in the city as well as in the grocery shop in a remote village
of the country. So it’s a huge market of chips in Bangladesh.

Global potato chips market is segmented by type as fried, baked; by flavor as plain, salted and flavored.
Asper the distribution channel it is segmeneted as supermarket/hypermarket, convenience stores,
independent retailers, online retail stores and other distribution channels; and by geography.

Our Research and development department found that people preferring the new taste because they
has need of nutrition because it is good for health, and as they can consume the product easily
majority of people would like to have this product. And in south Asia region and Bangladeshi are
mostly affected by various types of diseases so in that case we provide our product as a solution of
nutrition. Therefore customers can easily consume based on their desired need. .

2.1.3 Market Trends

According to my market survey, the market has a demand of this kind of product. At present, a
lot of chips are available in the market. And there are some kinds of Vitamin-C tablet and a very
few breath refreshing tablets are available in the market. But there is an idea in the market that
chips are very harmful for the teeth. Therefore, many conscious people do not take chocolate or
chips and many parents do not feel comfort to give this to their children. So people have a latent
demand of harmless chips
2.1.4 Market Growth
PK has entered the chips business in 2019 a bid to secure a slice of about Tk 150 core markets, driven by
the young generation's consumption. Industry insiders said the chips market has grown in Bangladesh, on
the back of consumption mainly by children, teenagers. In future we hope we will targets adult people
with different test of chips

2.2 SWOT Analysis

2.2.1 Strengths

1. Master and experienced administration.

2. Great item offering.

3. Less cost than contenders.

4. Best quality and administrations.

5. Keep up solid conveyance plan.

6. Organization has solid labor.

7. Client devotion of the organization.

2.2.2 Weaknesses

1. "PK Carrot Chips" is somewhat of another product offering of the organization.

2. As it is another flavor item, it will be hard to oversee clients for the organization.

3. Absence of legitimate information about the market and the interest since it's never
reviewed.

2.2.3 Opportunities

1. There is an interest for this sort of item.

2. Great and activity representatives.

3. Develop retail market in Bangladesh.

4. Created correspondence channel.
5. Organization has a great deal of legitimate channels to convey the item
2.2.4 Threats

1. The current chips producers are likewise solid contenders.

2. As it is another item, there is an opportunity of dismissal by the market.
3. It might neglect to satisfy the assumptions for the clients.
4. Significant expense of the crude materials.
5. World of politics of the country.
6. Absence of brand mindfulness.
7. Compacted item life cycle

2.3 Competition
The chips industry in Bangladesh is not small. There are a lot of chips producers. Some
of them are national and some of them are local suppliers. Some companies also export their
chips. In our country many foreign brands are also available. They are comparatively costly also.
So the consumers taste and demand are changing from low quality chips to high quality chips.
Now the chips industry of Bangladesh is very competitive.

2.4 Product offering

Different experience and information: The clients will have the particular emotions and
encounters that they won't get albeit different chips exists in market.

Strong dispersion channel: As this item has solid channel circulation channel, the
customer get it at each retail shop.

2.5 Keys to Success

The keys to success are designing and producing products that meet demand. In addition,
pk carrot chips must ensure total customer satisfaction. If these keys to success are achieved, it
will become a profitable, sustainable company.

2.6 Critical Issues

As a start –up business, Pk carrot chips is still in the early stages. The ciritical issues are for
company to :

 Establish itself as the premier chips company

  Pursue contolled growth that dictates that payroll expenses will never exceed the revenue
base. This will help protect against recessions.
 Constantly monitor customer satisfaction, ensuring that the growth strategy will never
compromise service and satisfaction levels.

3.0 Marketing Strategy

3.1 Mission
To give client best canned chips and draw in current clients of the current chips. Create
brand value in the market so that in future no organization can take the market by delivering
same item.

3.2 Marketing Objective

Running these item there are a great deal of plausibility in advertising and monetary
benefit. It will assist the organization with expanding complete deals volume. So our
fundamental goal is to fulfill our client and do augmentation of benefit. Simultaneously it will
empower the organization to catch more noteworthy piece of the pie.

3.3 Financial objectives

We want be #1 chips company in Bangladesh after one month we want to collect our sales

review from customers

we will try to Increase the profit margin . Divarication is our product line

We want to create social vale for taking position in our customers mind

Our sales objective is 1000000 packet chips for the first six months.

3.4 Target Markets

Our main target market is children and young audiences catering to different sectors (Sports,
cinema, entertainmentetc). They use a 'Mass Marketing' approach to increase their market
share, thus providing easy availability of product amongst the massage. Our aim will be double
in future.

Our main target market people are the young age’s people who like to eat chips very much. Mostly
the school going students and the children. Beside that we also focus the young generation people.
Although our main target market is young people but we also prefer the people of adult and old ages
people. Also our focus goes to all types of peoples of the country and the current user of the chips

Respondent’s growth 2021 2023 2023

Age

Below 10 16 6.58 3.60 4.14

10 to 20 60 6.58 3.60 4.14

21 to 30 96 6.58 3.60 4.14

Contribution TK 398725 TK 544652 TK 621202

Margin

Contribution 75.42% 78.40% 77.86%

sales
 school going student college ,university, also general people including young users through active
adults. tend to be ages 8–40. The all sports players are generally in their teens through their early
20s.

mostly we target who are over 8, 50 percent have an School & college

3.5 Positioning
In all its activities, we are giving stress on PK will position itself as the premier aftermarket of snacks in
bangladesh

. This positioning will be achieved by leveraging

PK competitive edge in chieps market .

Increased standard of customer service and care.

A dedication to aid to all roles that human development plays in the aid process.
 Respecting each other as individuals and encourage to high performing work.
Giving opportunities for personnel development.
To prepare good relationship with suppliers and other supplement partners.
Our positioning modules, PK, chips, and antennas set the benchmark in performance, with quick delivery
of accurate position data. Our wide portfolio includes standard precision, high precision, precise timing,
and dead reckoning solutions.
Market positioning requires the determination of a frame of reference- by identifying the target market
and the nature of the competition and the ideal points-of-parity and points-of- difference brand
association. We will always try to position our product through-
.

4.0 Marketing Tactics

A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a
well-written marketing plan so that goals may be achieved. While a marketing plan contains a list of
actions, without a sound strategic foundation, it is of little use to a business.

4.1 Product

As the market condition of our existing brands is not good and our relative market share and
market growth rate is low, that’s why we want to stop the production of our existing products.
Than we want to introduce our five new brands with the market. Our new five brands are

For launching a product in the market, there is some procedure that should be followed by every
marketer to move in the long run. Our product will enable our customers to have a different
experience to try our chips. They will be able to differentiate our product in quality which is unique
in the chips market. They will not be able to feel the same way for the other chips in the market.
Generally different size of chips packet will be produced for customer. These are small, medium and
big size

4.2 Pricing
Regarding pricing the researchers’ view is that there is flexibility in the market to price the
product. Chips could be priced between ranges of tk.7 to tk.10 provided that its packaging and
product quality are ensured. Color of packet is very important here. In our marketing plan, we
have shown the reasonable and competing price of our new five brands
Price is the amount of money customer wish to pay to obtain the product. Necessary strategies
pertain to the locations of customer price flexibility related item within a product lineand terms of
ale. Here, they can set maximum Tk.10 for small and TK.15 for medium and TK 20 large packet.

Distribution:

By using the present distribution channel PK Ltd can easily market this new product “PK Chips”. The
company has many consumer products. The company can use its present marketing channel to
make the products available all over the country. We also can make some new channels and assign
some distributors to promote this new product. PKLtd. can also use its current delivery vehicles to
deliver the new product “PK Chips” product to the wholesalers. The company can use its local
offices to deliver to the retailers. So at introduction stage, company’s current marketing channel is
enough to deliver the products to wholesalers and retailers. We can use mobile shop in the
shopping malls, offices and crowded areas so that people can purchase the product easily when
they like to consume

4.3 Distribution
PK will sell its products initially through its Web site. In addition to allowing for higher margins, this direct-to-the-consumer
approach will allow PK to maintain a close relationship with customers, which is essential for producing products that have a
true market demand. By the end of the year, PK also will have developed relationships with different skate shops and will begin
to sell some of its products through retailers

4.4 Communication
The company will take a mass public relation program.PK will have to take this kind of
promotional activities such as stall booking in many trade fair, child fair etc. to create a positive
image about the brand. The company needs no special personal selling program for this product.
In introduction stage sales promotion will not also be considered

The company will take a mass public relation program. Pk Ltd will have to
take this kind of promotional activities such as stall booking in many trade fair, child fair etc.
to create a positive image about the brand
4.5 Marketing Research
During the initial phase of the marketing plan development, several focus groups were held to
gain insight into prospective customers.  These focus groups provided helpful insight into the
decision making processes.

An additional source of dynamic market research is a feedback mechanism based on a suggestion

system. In the suggestion system customers are asked to rate in terms of a given scale.  There are
also several open ended questions that allow the customer to freely offer constructive criticism or
praise. PK will work hard to implement reasonable suggestions in order to improve their
products offerings, as well as show its commitment to the customer that their suggestions are
valued.

The last source of market research is competitive analysis. Pk will send people to local
competitors to gain information about their product offerings and also its competitors’ product
offerings

5.0 Financials
This section will offer the financial overview of PK carrot chips related to marketing
activities. PK chips will address break-even analysis, sales forecasts, and expense forecasts and
indicate how these activities link to the marketing strategy.

5.1 Break-Even Analysis

The break-even analysis (Table 2) indicates that 40000 taka will be required in monthly sales
revenue to reach the break-even point.

Table 2 Break-Even Analysis

Monthly Units Break-Even 60
Monthly Sales Break-Even TK 40000
Assumptions:
Average Per-Unit Revenue TK 15
Average Per-Unit Variable cost TK 10
Estimated Monthly Fixed cost TK 30000

5.2 Sales Forecast

PK carrot chips feel that the sales forecast figures are conservative. It will steadily increase
sales as the advertising budget allows. Although the target market forecast (Table 1) listed all of
the potential customers divided into separate groups, the sales forecast (Table 3) group customers
into two categories: Recreational and competitive. Reducing the number of categories allows the
reader to quickly discern information, making the chart more functional.

Table 3 Monthly Sales Forecast

Sales 2021 2022 2023
Recreational TK 45000 TK 50000 TK62000
Competitive TK 25000 TK 30000 TK 40000
Total Sales TK 70000 TK 80000 TK 102000

Direct Cost Of Sales 2021 2022 2023

Recreational TK 15000 TK 20000 TK 30000
Competitive TK 5000 TK 10000 TK 13000
Subtotal of Cost of Sales TK 20000 TK 30000 TK 43000

5.3 Expense Forecast

The expense forecast will be used as a tool to keep the department on target and provide
indicators when corrections/modifications are needed for the proper implementation of the
marketing plan.

Table 4 Milestones
Plan
Milestones StartDate EndDate Budget Manager Department
Marketing Plan Completion 20/3/21 27/03/21 TK 0 Marjia Marketing
Wed Site completion 20/3/21 01/4/21 50000 Outside firm Marketing
Advertising campaign 29/3/21 01/04/21 6000 Marjia Marketing
Development of retail channel 20/3/21 30/11/21 0 Marjia Marketing
Totals 56000

Table 5 Marketing Expense Budget

2021 2022 2023
Wed site TK 25000 TK 8000 TK 10000
Advertisements TK 8050 TK 15000 TK 20000
Printed Media TK 1725 TK 2000 TK 3000
Total Sales and Marketing TK 34775 TK 25000 TK 33000
Expense
Percentage of Sales 6.58% 3.60% 4.14%
Contribution Margin TK 398725 TK 544652 TK 621202
Contribution sales 75.42% 78.40% 77.86%
6.0 Controls
The purpose of this marketing pal is to serve as a guide for the organization. The following areas
will be monitored to gauge performance:

 Revenue: monthly and annual

 Expenses: monthly and annual
 Customers satisfaction
 New-production development

6.1 Implementation
The milestones identify the key marking programs (Table 4). It is important to
accomplish each one on time and on budget (Table 5).

6.2 Marketing Organization

Marjia will be responsible for the marketing activity.

6.3 Contingency Planning

Difficulties and Risks

 Problem generating visibility

 Entry into already established market

Worst-case Risks

 Uncertainties to operate new business

 Need to liqudate to cover liabilities